Google Analytics defines bounce rate as any user who, after landing on a website, directly closes the windows without interacting with the website and thus the users’ session duration equals 0. This means that they have no interest in the website, or they didn’t understand the products you are selling through your ads or that they didn’t intend to click on the link, it just happened by mistake.

This kind of data can be crucial when creating a remarketing campaign on Google Ads. Everybody does remarketing campaigns but do you do them correctly? Using Google analytics, we recommend creating an audience excluding all the people whose session duration equals 0 seconds. This way, your remarketing list would be comprised of people who showed interest in your website and then you can avoid unnecessary cost. After all, remarketing campaigns consist of a quality audience and the bouncers are exactly the opposite.